Sponsorship

Radio sponsorships generate brand awareness through association with a radio station’s editorial. Highly targeted and longer term propositions can be the making of a brand and may include sponsorship of weather, traffic and travel, a complete show or even a specific station-led competition.

What is a Sponsorship?

By its nature, a sponsorship is a long-term partnership, thus keeping the brand to the forefront of listener’s minds. Working rather like a drip campaign, sponsorship is a relatively inexpensive way to maintain profile amongst a desired audience.

There are two distinct types of radio sponsorship:

Independent Sponsorship – This is the addition of a sponsor’s name and positioning statement to a programming strand already familiar to the listener (eg. Weather, Traffic & Travel, the Breakfast Show etc.).

Dependent Sponsorship – This is where a programming feature is created specifically for the sponsor and is, in essence, new to the listener. This could, for example, be the creation of Olympic updates or film/book reviews. The feature should always be interesting and informative to the listener. Why use Sponsorships?

On-air sponsorship is great for building brand awareness. Your sponsorship will give you frequent name check mentions, along with a brief positioning statement.

Sponsorship builds awareness, typically over 12 months but never less than 3 months. Over time, a strong positive association can be built in the listeners mind, between the brand name the attributes of the sponsored programme giving the client ownership of the sponsored property.

A sponsorship is less direct: The client can get to the audience in a much more subtle way. The status of the sponsor is enhanced by being associated with the station which has been chosen specifically by that listener.

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Testimonials

"Radioworks fulfil all my expectations and always go the extra mile, they are always happy to help out and provide excellent customer service."

Joseph LeeVCCP Media

"It is always a pleasure working with Radioworks and I look forward to working on radio briefs so I can work with the team. They always do a great job and are lovely and friendly too!"

Sophie BinghamHPS Group

"The team at Radioworks are a vital tool to have for any Media Planner, with a consistantly excellent service and high standard of knowledge and research - they are the go to team!!"

Rachel GuglielmoM3 Communications

"We are very happy customers of Radioworks. Their team is well established, knowledgeable and great fun to work with."

Steve HickmanRapp Media

"Outstanding work delivered by a professional and friendly team."

Ross WallaceOpticomm Media

"The recommendations for stations fit the brief well, and the script, music and VO suggestions are spot-on. They are very attentive to ensuring the campaign goes live on time & have great attention to detail."

Oona VenermoPenna

"I'm always impressed at the speed at which our RadioWorks team can turn around quality proposals. We sometimes need to get our clients' messages out to market at fairly short notice so the team's agility in getting rounded proposals to us is hugely valued. Even if our briefs are fairly prescriptive they'll review and recommend other opportunities if they feel they're more fitting contextually or more cost-effective. Sterling work!"

Paul PhillipsHunterlodge

"Everyone I deal with at RadioWorks is very approachable, presents detailed information in a clear fashion and are very responsive to any questions."

Stewart KnappTMP Worldwide

"The team at RadioWorks always deliver their promises ... to being on brief and suggesting new innovative ways to reach a target audience. It's a pleasure working with them and I would recommend to any client."

Urmisha PatelPenna

"The RadioWorks team are extremely knowledgeable in their fields of expertise. The work ethic is infectious, and their attitude towards helping clients (however big or small) is of the highest standard."

Scott MitchellRAPP Media LTD

"The campaign I ran with RadioWorks to recruit linesworkers to Australia was very well managed, executed professionally, and succeeded in providing high response rates."

Rebecca KitchinThirty Three

"RadioWorks are a well established company that puts customers first and has experienced staff who are always on hand to assist as required."

Mark JeffreysSpecsavers

"I can't fault the RadioWorks service; it delivers on every front. Value, ease of use, response times and even creativity. They look beyond the brief to the business need and come up with insightful and interesting solutions. I would recommend to anyone."

Elspeth FisherTotal Media

"The rapid growth of RadioWorks has demonstrated that there is a clear market in Radio for a specialist. The company does a tremendous job of bringing new advertisers to the medium and constantly produces great campaigns."